Alissa Samperio and Kurt Hummel began designing modern, nautically themed clothing and home goods as a side business to their Vista-based screen printing company last summer.

They figured that like the original company, their new business — The Printed Palette — wouldn’t turn a profit for several years.

But one well-placed blog post changed everything. The Printed Palette’s popularity skyrocketed, and it was profitable within months.

That’s the power of social media and advertising. It’s not just a way for companies to stay in touch with customers but it gives small businesses like the Printed Palette an opportunity to get noticed — and without the expensive advertising budget.

“(Social media) allows the small businessperson to now compete,” said Michael Stelzner, founder and CEO of Poway-based Social Media Examiner, the world’s largest social media business blog.

“In the past, it was very expensive to put a radio spot on the air or to buy an ad in your newspaper, or direct-mail contact people. These cost thousands of dollars. Now, with just the right person, sometimes your son or daughter right out of college, you can begin rapidly getting attention from the kind of people you want, with virtually no cost.”

In an annual survey of more than 3,000 marketers worldwide, Social Media Examiner found that 97 percent are using social media in their marketing efforts, and 86 percent said it’s important for their business. More than 60 percent said use social media for at least 6 hours a week, saying it increases their exposure, traffic and provides marketplace insight while also developing loyal fans.

And while nearly three-quarters said they weren’t able to measure the return on their investment in social media activities, there appeared to be a direct correlation between their proficiency in it and their sales.

We talked to three San Diego businesses — two that use social media almost exclusively in their marketing efforts, and one that mixes social with traditional media — to see how they do it and how they gauge its success.

Social Stats

The Printed Palette

Twitter @Printed_Palette 1,483

Instagram: @ThePrintedPalette 8,144

Facebook: The Printed Palette 3,591

Pinterest: The Printed Palette 800

Paper Tales

Twitter: @papertales 163

Instagram: @PaperTales 304

Facebook: Paper Tales 1,561

Pinterest: Paper Tales 112

InsideUp

LinkedIn: Business Service Outsourcing & Management Group 871

Twitter: @InsideUp 564

Instagram: n/a

Facebook: InsideUp 3,101

Pinterest: InsideUp 15

The Printed Palette

A decade ago, Samperio and Hummel might have bought a pricey Google ad that would announce The Printed Palette to people who typed in the right search terms.

But it’s 2013, so instead they opened Facebook, YouTube, Twitter, Instagram and Pinterest accounts — all free — and happened to meet Rags to Stitches blogger Alissa Circle, who happened to mention The Printed Palette.

“I’m currently obsessed with my new Anchor Sweatshirt c/o The Printed Palette,” Circle wrote in a November 2012 post, with a self-portrait wearing the shirt.

When Rags to Stitches blogger Alissa Circle posted about her Printed Palette sweatshirt, it changed everything for the new clothing line based in Vista.
— Rags to Stitches - Screen Capture

When Rags to Stitches blogger Alissa Circle posted about her Printed Palette sweatshirt, it changed everything for the new clothing line based in Vista.
/ Rags to Stitches - Screen Capture

The post, which got attention from other bloggers, drove immediate traffic to The Printed Palette. Samperio recognized the power of the online community and quickly partnered with some mom and fashion blogs to promote specials.